Case Study: Gravity Digital achieves full-funnel appointment attribution and higher ROI with CallRail

With CallRail, Gravity Digital gives clients the attribution they need to ‘read the funnel from top to bottom’

Gravity Digital, a Houston-area full-service marketing agency focused on healthcare, faced a common challenge: connecting clever content and campaigns to real-world outcomes like booked patient appointments—especially when many conversions happen by phone or through disparate website forms. To close that attribution gap, Gravity Digital began using CallRail in 2017, employing CallRail’s call tracking and form tracking tools (including its custom form builder) to capture and attribute phone- and form-based leads across any client site.

CallRail’s adaptable JavaScript tracking, integrated form builder and Google Ads/Multi-Touch CPL reporting let Gravity Digital consolidate attribution in one place and “read the funnel from top to bottom.” That visibility enabled clearer ROI reporting and smarter budget decisions—one client saw a 25% budget increase translate to a 43% increase in leads—while regular CallRail reports surface metrics like 137 first-time calls and per-conversion costs (about $61) to inform ongoing optimization.

Gravity Digital

Casey O'Quinn

Founder and Principal